在当今市场中，产品之间的差异性越来越小，靠产品的质量获得完全优势的年代已经过去了，现在“酒香也怕巷子深”。那么如何才能让顾客记住自己的产品呢？品牌就是最有力的武器。巷子深了，但是如果大家都知道这酒确实不错并且记住酒的品牌，即使巷子深点，顾客也会寻香而来。众多的企业都已经认识到品牌、品牌营销的重要性，尤其是在更为成熟的家电行业，竞争更加激烈，顾客对于漫天的价格战已经并不感到新鲜，他们的消费观念已渐趋理性，那么如何成功地建立企业品牌，实施品牌营销战略就显得格外重要！本文在综述品牌及品牌营销战略的发展历程的基础上，介绍家电企业品牌营销的现状，并分析家电企业品牌营销不足之处，从而针对这些不足提出改进的建议，希望可以对家电企业的发展有所帮助。关键词（本论文范文的主要论点）：家电企业;品牌;品牌营销;品牌传播
Abstract
In the market, the difference between products becomes smaller and smaller. The era that just depending on the quality of products to get a total competitive edge has passed. Now “Deeply buried gold cannot shine”. So how can the products impress the customs? The strongest power is “brand”. If we all know the wines taste good, and have put the brand name in our heart, in this condition, even if the street is deeper, consumers are able to find the good smell and the wine. Most enterprises have already realized the great significance of brand and brand marketing. Especially in the mature household appliance industry, competition is more severe. Now customs don’t show too much care about price. Their consumption view is getting rational. So it is very important to build companies’ brand and carry out brand marketing strategy! The article will summarize the development of brand and brand marketing, describe the present situation of brand marketing in household appliance enterprises, and analyze the defects, then give some proposals on these defects. It aims to help the development of household appliance corporations.
Key words: household appliance enterprises; brand; brand marketing; brand communication
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